4 How to Do Things with Words (Austin 1962)SPEECH ACT THEORYThree kinds of acts that can be perfomed by an utterance:THE LOCUTION: the formal meaning of an utterance (what words actually mean)THE ILLOCUTION: the communicative force (what words actually do: warn, prohibit, suggest, inform, persuade...)THE PERLOCUTION: the effect on the hearer or reader (what words actually achieve)

5 It is necessary to go behind the formal/literal level of what is being said. It is not sufficient to understand the conceptual meaning of the LOCUTION; one must also understand what the speaker/writer is doing (ILLOCUTION) and what s/he want to achieve (PERLOCUTION) i.e. the speech act being performed

14 Context > Referential/InformativeAfter almost half a century of sustained growth, Europe continues to be the world’s top tourist destination. In the last twenty years alone tourism demand has more than doubled. Its economic impact is equally impressive. According to figures, 12% of Europe's Gross Domestic Product (GDP) is generated by tourism and tourism-related activities and over 20 million jobs have been created in this sector, essentially within Small and Medium sized Enterprises (SMEs).